I've grown accustomed to 'mass misunderstanding' when it comes to email. Both business professionals and others have all sorts of unfounded and irrational beliefs about it. It's compounded by the fact that email isn't just one thing, and it doesn't stand still. It's constantly evolving and branching off. I suspect one cause of the misunderstanding is the extremely personal nature of email. Our own experience and inconveniences loom larger in our mind than all the mountains of statistics that are available.

Fortunately, some of us enjoy studying the reality of this infinitely measureable form of marketing. I've recently discovered an agency that shares my commitment: Alchemy Worx. They even cemented my respect by hiring email guru Jeanne Jennings. Here's a sample of their wisdom. Below that is the amazing infographic that led to my discovery of them.

Big Data can of course be utilised to improve marketing programmes, but ultimately it’s always going to come down to the quality of the data and how it’s used, rather than the size of the data. It will never be a fail-safe and good marketers with little data will always beat poor marketers with lots of data.

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BACKGROUND

After getting an MBA in Marketing for Columbia University, Theresa began her career at Ogilvy & Mather on the advertising account for Compaq Computers. There she discovered how much she enjoys using data and technology to surmount marketing challenges. In addition to Compaq and various technology accounts, she participated in the winning and management of the home-decorating account Deck The Walls. During her last year at Ogilvy, she doubled the size of her team and their assignment.

Theresa has served diverse companies but always done her best work when she could uncover fresh data about customers, opening up new marketing opportunities. At Service Corporation International, she found that people who buy prearranged funerals aren't thinking about dying, they're thinking about controlling their future, with plans to buy many more things. On assignment at Griffing & Company accounting, she discovered their accountants were loved by customers for surprising reasons that led to new consulting opportunities. She has come to believe there is no business that can't benefit by digging deeper into its existing relationships.

At Microcomputer Power, CGI, Shell and Service Corporation International, Theresa was responsible for managing complex marketing databases that served a sales force. Collecting and configuring data for use by sales people has become a passion. She has managed and installed several customer relationship management systems, and excels at producing alignment between marketing and sales staff.

When strategizing new marketing initiatives, Theresa focuses on building a sustainable system which will allow the organization to continuously improve its marketing, building a base of profitable customers. Today she is working as a marketing consultant, launching a startup called Steady CRM, and also developing the first alumni loyalty program for Columbia University using a regional pilot program.

Positioning: The Battle for Your Mindby Al Ries and Jack Trout. Only rated three stars because so much here is now 'common knowledge' in marketing. Still, one of the best marketing books of the last century and essential reading if you're new to the field. Plus, a fun, quick read. (****)